Doing business in Europe在欧洲市场开展您的业务

Selling your products and services in Europe from the Tilburg Region从蒂尔堡将贵公司的产品和服务销往欧洲

The big picture简 介

• E-commerce in Europe is big 电子商务在欧洲范围广大• 46% of the European population shops online

regularly. In the Netherlands 49%. 46 ％欧洲人经常在网上购物 , 荷兰为 49 ％。• The Netherlands are a leading online and mobile

country in Europe (top 5)荷兰的网上业务是在欧洲处于领先地位 , 手机互联在欧洲国家更是名列矛 （排名前 5 名）

The big picture简 介

• Marketing is key in a succesfull strategy• 市场营销是成功战略的关键要素• Location is key, online as well as off line• 无论网上业务还是实体业务 , 地理位置始终是关键因数 . • Sustainability is important for consumers• 对于消费者而言 , 持续消费很重要

People’s rebublic of China v. Europe中华人民共和国 vs 欧洲

TAOBAO.comALIBABA.com

Clothing

Electronics

Furniture

Furniture, Electronics, Clothing

Supply供应商、

Customer

Demand需求、

Online sales in Europe欧洲区域的网上销售量

Forecast figures provided by Rabobank Tilburg, 2013

Selling online in Europe欧洲区域内的网上销售

• Every country has favorite online ‘warehouses’每个国家都有自己喜欢的网上“仓库”

• In most countries online market places are available在大多数国家 , 网上市场仍具有开发空间

• The Netherlands are, together with Germany, Sweden, UK and France the most advanced online荷兰如此，及德国 , 瑞典 , 英国和法国拥有最先进的互联网 .

• So… where to start?那我们如何开展？

Where to start?如何起步

• Clear and focussed strategy: 明确且聚焦的战略

• Describe what your company is and does 描述贵司是一家什么样的公司，做什么• Set clear marketing and sales goals 设定明确的营销及销售目标• Determine your focus target groups 确定你所关注的目标客户群 • Look at the key benefits 查看主要盈利点

Where to start?如何起步

• Clear and focussed strategy: 明确且聚焦的战略

• Which channels are you going to use and which country will be first?打算使用那条销售渠道，确定哪个国家为首推市场

• What will be the key message for your customer?

针对你的客户群体 , 确立你的关键信息• Roll out campaign by campaign per country

滚动推出在每个国家的活动 • Evaluate constantly and adjust accordingly

持续评估并做相应改进

What works?效果

Sales: using coupons for traffic销售：使用优惠或打折进行促销

Sales: using local events

Using social media利用社会媒体

• Using supporting social media strategy supports online success

利用社会媒体战略配套支持网上业务• It connects people to your brand 联系终端客户群与你品牌之间的纽带

Using social media利用社会媒体

• People can interact with you and provide insights使用户与你公司及产品之间产生互动，以了解客户评价

• Social media campaigns grow peoples involvement with your brand社会媒体增强客户更能融入你公司的品牌 ( 文化 )

Your website in Europe你在欧洲区域内的宣传网站

• A European website is different from a Chinese website一个欧洲市场的网站是不同于中国网站。

• A country website may need to be different from another country website针对一个具体国家的网站需要不同于其他国家

• Your website is your touchpoint你的网站是你跟客户之间的碰点

• Optimized for conversion| 保持优化，利于转化

EXAMPLES

Furniture 家具

Furniture 家具

Fences 栅栏

Fences 栅栏

Bicycles 自行车

Bicycles 自行车

Feel free to contact Leonard for help or answers我们欢迎并愿意解答您的疑问 ! 联系方式

Leonard Marc Fleskens SMP +31 162 453 203 marc@leonard.nl http://www.leonard.nl